"A New Taste of Sports Branding…"

From Sports Marketing & PR Roundup

Review by Kevin McGough in KIN 332
In this article it spells out the new importance for venue operators to find ways to attract high-end clientele to their facilities. The reason for this clearly, is more money associated with more popular people buying tickets and representing their teams. It’s not just the hot dogs and beer anymore to attract fans and clients to the game. There needs to be a selling factor now and new ways to market it in order to get more fans, and have a venue be focused on being held as more than just a place for “special events”. 

I agree with all these statements in order to make facilities part of the community and not just a venue for one event at a time. From a marketing standpoint, restaurants figured out the right idea by importing their specialty brands into arenas and stadiums. By giving the fans a better taste of the city on game nights. Also, the “original” stadiums are not effective anymore.

I completely concur with the way London has a joint venture with the Barclays Premier League with celebrity chef Jamie Oliver and US-based Legends Hospitality. Having a famous Chef provide a taste of their food in venues is a brilliant way to bring in more guests. It is providing the utmost hospitality in all the public concessions and catering of private suites. Legend’s is already found in the US at Cowboys and Yankees Stadiums and they are working on expanding to the public of other venues. Box and private suites now need to have big projection screens of the games, free food and drinks included in ticket price, and a lucrative fan experience.

The reasoning behind this being so important is the use of Oliver’s name brings credibility to the fan experience that they will be taken care of in more than just a way of hot dogs and beers. It is an elite experience and will bring in more than just fans of the game. It will bring in fans of the food as well, expanding a fan base further than just the game. The venues will have more to offer to accommodate all types of fans for any match or game.